Wondering where to have lunch or dinner today? Here’s a suggestion – Grill’d. Because today, all their restaurants are going meat-free!
We recently reported on Grill’d’s Beyond Burger and their clever marketing tactics encouraging carnivores to try a plant-based burger. Grill’d’s new burgers feature patties by Beyond Meat – a US based company backed by some heavy weight investors, including Leonardo Dicaprio and Bill Gates. Using proteins, carbohydrates, lipids, minerals and vitamins that are found in the plant kingdom, the patties replicate the taste and texture of a beef burger.
So it’s not altogether surprising that Grill’d have said that 86 per cent of Beyond Meat consumers are meat eaters, and 90 per cent of consumer decisions to eat Beyond over traditional meat are for health reasons with environmental concerns and animal rights also driving factors.
Simon Crowe, Founder and Managing Director of Grill’d, says:
“We genuinely believe plant-based alternatives will form a huge part of the future of burgers, especially with our new menu selection of Beyond Burgers that taste just like beef. That’s why we are encouraging all our customers to go meat free with us this Monday and try out our new plant-based menu. This new launch is a part of Grill’d ongoing commitment to innovation.”
Given that Grill’d plans to make 50 per cent of its menu plant-based by 2020, rolling out a Meat Free Monday nationwide with the aim to encourage more customers to try plant-based burgers, this is big step in the right direction. For those of us already living a plant-based life, it’s another great option when eating out, especially when you’re craving a burger and fries. We’re all for that!
Grill’d is Australia’s largest privately-owned burger restaurant group. Their meat-free menu will run nationwide for 24 hours across its 137 restaurants nationwide on Monday 15 April.
Main Image: Grill’d Burgers (@grilldburgers) / Instagram photos and videos